Business Chops Tip #2: Building Your Brand Begins with Defining your Products
(Author's Note: Creative and technical professionals, from musicians and actors to designers and engineers, rely on their "chops": those skills and techniques that they use to be successful on the job. Stiernberg Consulting coined the term Business Chops to encompass those skills, experience, and tactics that you rely on to be more successful. Whether you are a dealer, manufacturer, distributor, rep, or design firm, this series includes tips and techniques for optimizing sales, profits, and growth of your business.)
Business Chops Tip #2: Building Your Brand Begins With Defining Your Products:
When it comes to your company's marketing message, clarity begins at home. For custom retailers, products are the applications and systems you provide as well as the services of design, installation, training, maintenance, monitoring, and repair. Is service a product? You bet! And the more tangible you make it, the easier it will be to sell.
Your products are the solutions you provide in your customers' vernacular. We know of no residential customer who gets excited by 'middleware.' Having a crystal clear definition of your products, both the goods and the services you offer, is the launching pad for your brand identity.